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Sonia Hendrawati
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Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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ANALISA PENGARUH FOOD VLOGGER DAN DIGITAL MARKETING TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND AWARENESS Rita, Rita; Sonia Hendrawati; Ana Yanovi
Journal of Innovation Research and Knowledge Vol. 4 No. 8: Januari 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i8.9448

Abstract

As time goes by, especially in the era of globalization, the world has developed very rapidly, especially in the development of technology and the internet. One of the impacts of technological developments in the food and beverages industry, especially coffee shops which use internet platforms as a marketing base. Food vloggers have become an option for businesses to compete for consumers in the industry. This research uses quantitative methods and data collection techniques by distributing questionnaires using Google Form media and using non-probability sampling methods. The sample taken for this research was 110 respondents. Data were analyzed using structured equation modeling-partial least squares (PLS-SEM) with SmartPLS3 software. The research results show that there is a positive influence between food vloggers on brand awareness, food vloggers on purchase intention, digital marketing on brand awareness and brand awareness on purchase intention. Meanwhile, digital marketing does not have a positive influence on purchase intention. Apart from that, the brand awareness variable does not mediate the relationship between food vloggers and purchase intention, but brand awareness indirectly mediates the relationship between digital marketing and purchase intention
Co-Authors Ana Yanovi Rita Rita, Rita